Central European Business Review 2026, 15(1):135-149 | DOI: 10.18267/j.cebr.409

The Post-Covid Adaptation and Transformation Model of Retail Food Units Based on Customer Behaviour: What Constitutes the New Normal for Marketing Management?

Kristína Horváthová1, Marián Čvirik2
1 University of Economics in Bratislava, Faculty of Business Management, Department of Management
2 University of Economics in Bratislava, Faculty of Commerce, Research Institute of Trade and Sustainable Business

The post-COVID period brought not only a change in the way of life but also in business. The aim of the paper is the investigation of possible changes in preferences in the context of retail as well as the identification of key elements of changes in behaviour for the needs of managerial practice. The paper is supported by a primary survey based on 370 respondents. Respondents responded to seven key statements that emerged from the professional literature as possible elements of change that occurred after COVID-19. For data processing, we use a number of statistical methods with an emphasis on descriptive statistics, correspondence analysis, and explanatory factor analysis. The results point to new trends in consumer behaviour to which retail must respond. This is primarily a change in purchase frequency and a change in distribution channels. The results provide not only an expansion of the knowledge base but also direct applications for practice.
Implications for Central European audience: Knowing the customer's needs and way of thinking helps shape the current trend of the new standard. The results will help not only to supplement the knowledge base of the subject matter but also offer knowledge applicable in management with an emphasis on the field of retail in Slovakia. It is possible to state the currently ongoing change and the need to react in terms of distribution management.

Keywords: Covid-19; management; retail; new normal; consumer behaviour
JEL classification: D91, M10, M31

Received: February 24, 2025; Revised: April 20, 2025; Accepted: May 25, 2025; Prepublished online: January 20, 2026; Published: March 31, 2026  Show citation

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Horváthová, K., & Čvirik, M. (2026). The Post-Covid Adaptation and Transformation Model of Retail Food Units Based on Customer Behaviour: What Constitutes the New Normal for Marketing Management? Central European Business Review, 15(1), 135-149. doi: 10.18267/j.cebr.409
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